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guru Takes Teletoon On A DetourAnimation and design studio completes broadcast promo campaign (November 11, 2004)
guru animates spots for "The Detour"
guru has collaborated with Teletoon on over 25 award-winning identity bumpers over the past two years. When the tooncaster launched “The Detour” in September 2004 to reach a broader audience, it once again enlisted guru to develop the concept and story behind a new package of on-air promos targeting the teen to young adult set.
Said Renée Glück, Director of Creative Services, Teletoon, “We were looking for a fresh approach to marketing our brand to this challenging demographic. I had absolute confidence that guru’s creative team would be able to capture the imagination of this target audience. Despite having some arguably far-out ideas, guru knew the work had to remain relevant to the core viewership. We’re thrilled with the results.”
Fishdog and Teletoon Canada provided guru with an established color palette of warm reds and yellows and a clear mandate to create a fantasy urban psychospace that would entice viewers. guru decided to play on the “The Detour’s” transportation-themed name, and built a story around the campaign’s toon “mascot,” the geek-chic scooter-bound “D,” who, with his robotic pooch sidekick “B” (a pet that does triple duty as an all-in-one companion/GPS/PDA), inhabit a hectic city environment plagued by traffic and overly aggressive commuters.
“The environment and modern consumption are major preoccupations in this day and age,” explains Frank Falcone, guru’s creative director and co-director of the campaign. “It was natural that the subtext running through these promos should include the pressures the hustle and bustle can put on a downtown dweller’s daily life. I guess you could say we had a bit of an agenda here, but it’s very hidden!”
The animation, inspired by the frenetic energy of cartoons and cartoon culture, is modern yet 1960s mod at the same time, with kitschy typefaces and pop-art influenced characters. In each spot, “D” is always getting into a tight jam. Whether weaving his Lambretta precariously in and out of traffic and causing fender benders in his wake, chasing after a cutie zipping by on a pistachio-hued Vespa, or running into his own doppelganger, “D” does it with panache and style, his loyal companion “B” perpetually in tow.
guru took the initiative for the music by personally reaching out to Montréal-based DJ Kid Koala, who mixed and scratched the ID package’s soundtrack. Said longtime guru collaborator Mark Cutler, who co-directed the campaign with Frank Falcone, “We have always been fans of his music, and I had read his illustrated book ‘ONufonia Must Fall,’ so we knew he was also preoccupied and compelled by the urban experience. This collaboration resulted in a richly layered soundtrack influenced as much by hip-hop as improvisational jazz. Kid Koala’s unconventional music melds perfectly with the animation.”
guru used a software/hardware package consisting of Alias Maya for character modeling and rendering, Adobe After Effects for compositing, and Photoshop for paint work.
guru is an award-winning animation studio specializing in 3D character animation and design for television and film. The company’s credits include work for Leo Burnett, FCB, Ogilvy & Mather, YTV, Warner Brothers and Hallmark Entertainment. See the current reel and an archive of past work at www.gurustudio.com. For more information, please contact: Frank Falcone or Anne Deslauriers at 416 599 4878, [email protected], [email protected].
Company: guru animation studio, Toronto, Canada
Airdate: October 2004
Client: Teletoon Canada, Toronto, Canada
:13 “Pack of Wolves”
:13 “Bike Shop”
:7 “Gas Guzzler”
:13 “Boy Meets Girl”
:7 “Highway Dance”
Agency: Fishdog, Toronto, Canada
Creative Director: Gervais Vignola
Hillary Firestone Vice President, Marketing & Promotions
Renée Glück, Director of Creative Services
Genna Duplessis, Producer
Production company: guru animation studio, Toronto, Canada
Creative Director: Frank Falcone
Exec Producer: Anne Deslauriers
Directors: Mark Cutler, Frank Falcone
Junior Producer: Holly Nichols
Animators: Dave Calder, Bryan Huo, Taras Primak, Allison Rutland
Lighting: Dave Calder, Tim Dormady, Bryan Huo,Timmy Kan, Taras Primak
Storyboard: Mark Cutler, Frank Falcone
Technique: Computer 3D, Maya, Photoshop, After FX, Mental Ray
Sound Design: Kid Koala Productions Inc.
Kid Koala (Eric San) Composer
Related Keywords:guru, Teletoon, Animation, Fishdog, Kid Koala, sound design, tooncaster, The Detour, Renée Glück, Frank Falcone, cartoons, Mark Cutler, Alias Maya, Adobe, After Effects, character modeling, rendering, compositing, Photoshop, Gervais Vignola, Genna Duplessis, Anne Deslauriers, Holly Nichols, Dave Calder, Bryan Huo, Taras Primak, Allison Rutland, Tim Dormady, Bryan Huo,Timmy Kan, Kid Koala Productions,